Gambia’s insurance industry campaign to eradicate ‘poor public image’

A weeklong campaign to eradicate the poor public image of the
insurance industry in The Gambia set in motion on Monday by the country’s
insurance umbrella body, the IAG, ended on Friday.

The Insurance Association of The Gambia (IAG) said the February 11 to
16, 2013 awareness campaign seeks to further increase the understanding of the
general public of insurance and insurance policies.

The campaign, which started with a sponsored walk along Kairaba
Avenue, Kanifing Municipality, was intended to lay the foundation for building
a trusting relationship between insurance providers and the public.

Insurance responsive

Held under the theme “Contribution of insurance stakeholders towards
eradicating the poor public image of the industry”, the Insurance Awareness
Week (IAW) is part of IAG’s information, education and clarification programme.

The Insurance Awareness Week is an inspirational industry campaign
which unites those who share an interest in elevating public awareness about
the progress and benefits of The Gambia insurance industry, the IAG said.

Like the previous two editions of the campaign, this year, the IAG
said it basically seeks to pave way for a more insurance responsive public.

GCCI president Jagana says IAG must tackle negative perceptions

This will provide a better understanding of insurance to the public
and improve the public perception of the industry, and as well enhance public
interest in insurance.

During a lecture held on Tuesday at the Atlantic Hotel in Banjul, on
the theme, Mr Muhammed Jaganasaid “thepoor public image of the insurance
industry is due to the fact that people do not have much knowledge about
insurance.”

“Even some of the people who are purportedly
knowledgeable on the subject, by being insured, do not read to know the terms
and conditions of their policy hence do not know what is covered and what is
not,” the President of Gambia Chamber of Commerce and Industry (GCCI)
argues.

Negative
image

The
insurance industry, which is globally tainted by unethical practices, has a
negative image in The Gambia, but its umbrella body, the IAG, said it is
committed to eradicating this “poor public image of people about the industry”.

“Majority
of policyholders in The Gambia think that insurance companies are good at
collecting premiums and once you get into trouble they bring you a lot of
issues in order to avoid paying claims,” Mr Jagana said.

He
added: “Majority of policyholders believe that just because they have an
insurance cover, especially motor insurance, they should be paid once they are
involved in an accident.”

Mr Jagana urges the IAG to tackle the poor image of the
industry by ensuring policyholders become more aware of their rights under the
insurance policy.

He also suggested that the insurance industry can
improve or even eradicate the poor public image of the industry through
publicity and advertisement.

On Wednesday, there was another sponsored walk, this time in Banjul.

The annual general meeting of the IAG was also held on Thursday at the
Atlantic Hotel in Banjul, while on Friday the first annual general meeting of
the IAG’s credit union was observed.

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